Melanie Nicholls

Head of Qualitative Research
+44 (0)20 7012 6125
Mel has over 12 years’ experience in qualitative research, and has been part of YouGov Qualitative since 2014. As Head of Qualitative Research she works across a range of sectors, including consumer, retail, financial services, ...

Mel has over 12 years’ experience in qualitative research, and has been part of YouGov Qualitative since 2014. As Head of Qualitative Research she works across a range of sectors, including consumer, retail, financial services, media and technology, as well as government / public sector.

She is passionate about using new technology to get even more out of research, and combines a strong qualitative background with expertise in online methods and digital qualitative approaches. The qualitative team that Mel leads delivers a range of research solutions to clients including brand communications development and testing, shopper experiences and journeys, and behavioural and observational studies including immersion and ethnography. Mel holds degrees from the University of Bath and Manchester Metropolitan University.

Articles by Melanie Nicholls